It’s really cool that the London 2012 organizers and some of the games’ major sponsors have figured out that, to get more young people interested in participating in athletics, they have to have a presence where young people pay attention. Increasingly, that’s online, using social media.

I know their motives aren’t entirely selfless and altruistic (I mean, Addidas benefits from you getting involved in athletics, since you’ll be enticed to buy and use their gear). Even so, it makes me glad when corporations and institutions “get” social media.